Value Table – The Results Column
Recall the first four columns of a value table are Problem, Solution, Result, and Value. Previous posts have described the Problem and Solution columns. Today, let’s talk about Results.
Every marketable product feature solves at least one problem. So the result could be as simple as “that problem is solved”. For LinkedIn, recall the feature “unlimited search.” One problem it may solve is “I need to hire a new VP of Engineering.” What’s the result? We hire a VP of Engineering. Simple.
However, it isn’t always that simple. The key to writing a good result in B2B products is to find a quantifiable metric with an obvious path to the money. Say for example, you have a feature where the result would be happier employees. It’s hard to see the path to money for happier employees. However, what would happier employees result in? Lower turnover. More productivity. Both of these are quantifiable and you could see the path to value. So, you might write:
- Happier employees
- Lower turnover
- More productivity
When it’s time to create the value column, we won’t articulate value on happier employees, but we will value the other two results.
To summarize, the key to a well written result is it must have two characteristics:
- Obvious path to value
If your result does not have these two characteristics, ask yourself, if this result happens, what else happens? Eventually you should get to a result with both of these characteristics. If you can’t, that’s not a feature your buyers care about.
Mark is a pricing expert who helps companies understand value, how to create it, communicate it and capture it. He has a PhD from U.C. Berkeley and an MBA from Santa Clara University, plus 25+ years pricing experience. As an educator, speaker and coach, Mark applies innovative, value-based pricing strategies to guide growth and increase profits for large and small companies.